Week 6

Day 61

Few Continuous Cloud Sources

Many Connected Devices

Cloud Computing, Web Mobility & the HTML5 suiteSome Access

Networks

WiFi ISPs

Mwavesatellite

telco / cable

cellular

Enterprise apps

(Targeted at PCs)

Enterprise apps

(Targeted at PCs)

Browser Apps (for all devices)

Browser Apps (for all devices)

Custom Apps (device-

targeted)

Custom Apps (device-

targeted)

Unlimited # of Apps

Html5CSS3

JavaScript

Globally available & accessible; massively

scalable; and fully reliable & secure

Easy & natural for the user; mass customized &

micro- targeted by the

enterprise

services

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The Web Experience

StandardWebsite App

Mobile Website App

Browser Mobile App

Native Mobile App

Development Language

HTML5, CSS3, JS

HTML5, CSS3, JS

HTML5, CSS3, JS + PhoneGap,

etc.

Java, Objective-C, or .Net

App AccessibilityBrowser on all

devices

Browser on all smart mobile

devices

Bundled in wrapper for

multiple smart mobile devices

Mobile device specific

Hosting On Web server On Web serverHybrid

on web & deviceOn device

App Availability On web On webOn web or In app

storesIn app stores

User market 2.3 B 650 MM 650 MM~ 200 MM iPhones

or~ 320 MM Android

Access to Device Capabilities Minimal Minimal Limited Complete

Ease of Creating a Rich, Fine Grained UX

Hard Easy

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DIGITAL FUTURE TRENDS THE SEARCH LANDSCAPE THE SEO PYRAMID

Accessible, quality content Keyword research Link building Social influencers

HOMEWORK

SEO 1014

Digital Future Trends (U.S. 12/2011)

Webmail usage was down 32% in 2011 (for those aged 12-24)

16.6% of all U.S. minutes spent online are spent on Facebook; Google was 2nd with 10.8%; Yahoo! 3rd with 8.6%

Facebook users spent > 7 hours online 9 of 10 users visited a social networking site Pinterest is the fastest growing interconnected social media site

Google owns 68.1% of U.S. search market, Microsoft 26.5%

210mm Americans watched 43.5b online videos (115 pp ) 49.8% of video market is owned by YouTube (Google) 173 YouTube channels had > 1mm viewers

Source: “US Digital Future in Focus 2012” and “qSearch analysis – Dec 2011” by comScore

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Digital Future Trends (U.S. 12/2011)

> 8% of web content was consumed on phones & tablets In Jan’11, Android became the leader in the smartphone market In Jul’11, smartphones took over the majority of the monthly sales In Dec’11, Android reached 47.3% share, iPhone 29.6% of

smartphones It took 7 years for the US to reach 40mm smartphones, it took 22

months for tablets to reach that level The mobile consumer uses less of the staples of the “Classic Web”:

webmail, weather, maps, PDFs, multi-page documents, etc. The multi-device consumer is a Digital Omnivore with shifting content

engagement Incremental effects Platform cannibalization

Source: “US Digital Future in Focus 2012” and “qSearch analysis – Dec 2011” by comScore

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The Search Landscape

SEO – begin with a baseline

Organic vs paid search

Click-through rates

Blended / Vertical search

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Search engine optimization

The process of improving the visibility of a web page in search engines using the ”organic" or un-paid search results.

> 150 B searches globally each monthUS is 22% of searches / dayGoogle performs 1.3 B searches / day

Do it because Juan does it!

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Organic & Paid Search

Paid(10%)

Organic (90%)

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Click-Through Rates

Source: “Slingshot SEO” Dec 2010

60% of CTs on the 1st 3 positions11% of CTs after the 1st page

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Blended / Vertical Search

31% click images

36% click news

17% click

videos

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From the SEO perspective:CrawlingIndexingRankingServing

…but from the user’s perspective: they find everything, present the first 10 them

in order of importance, and usually do some advertising on the top, bottom and

right hand side of the page…

What Search Engines Do12

Calculating Query-Independent Metrics

Page specific metrics

URLDomain level

metricsSubdomain Root Domain

Page authority 82 Domain authority - 97

Rank 6.3 Domain rank 6.9 8.1

Trust 7.0 Domain trust 7.2 8.3

Total links 309,123 Total links 2,118,020 91,020,389

External followed links

300,315External followed

links 1,183,245 91,876,381

Internal followed links

5,620Linking root

domains22,706 490,718

Linking root domains

2,914

Source: www.SEOmoz.org via www.opensiteexplorer.org

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Google’s Ranking Algorithm

Source: “2011 Search Engine Ranking Survey” by SEOmoz

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What NOT to do

Source: “2011 Search Engine Ranking Survey” by SEOmoz

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Google Webmaster Guidelines

Make pages primarily for users. Cloaking (presenting different content to users and search engines) will cause blacklisting.

Build a site with a clear hierarchy. Every page should be reachable from at least one static text link.

Create a useful, information-rich site, and write pages that clearly describe your content. Make sure that your <title> and ALT attributes are descriptive and accurate.

Keep the links on a page below 100.

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Bing / Yahoo! Webmaster Guidelines:

In the visible text, include the words users might use as search query terms on your site

Limit all pages to a reasonable size. We recommend one topic per page. The HTML page with no pictures should be <150kb.

Make sure each page is accessible by at least one static text link

Do not put the text that you want indexed inside images (like your logo or graphic)

The factors influencing your page ranking include: the # of sites linking to it, the content of the pages, the updates made to indices, the testing of new product versions, and the discovery of additional sites.

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Search Engine Limitations

Crawling and Indexing issues Content behind online forms will remain hidden Poor link structures Pages using Flash, frames, Java applets, plug-in content, audio & video

Content-to-query matching Text that is not written in terms the users use on search engines Language & internationalization subleties Languages

The tree falls in the forest effect…

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The SEO Pyramid

Social

Link Building

Keyword Research

Accessible, Quality Content

Unique text content Bot accessibility URL structureInternal link architecture Sitemaps Server response codes

Manual requests & link buildingScalable, content-based link

strategies

Onsite user engagementSocial mediaViral media

Keyword discovery On-page targeting

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The SEO Pyramid

Social

Link Building

Keyword Research

Accessible, Quality Content

Unique text content Bot accessibility URL structureCrawlable link architecture Sitemaps Server response codes

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Unique Text Content

Why duplicate content?

The search engine process: finds a dupe checks to see how many dupes it can find determines where it first saw the content, or where most of the links point throws out the dupes

Manage the content yourself <head><link rel=“canonical”> </head> <head><link rel=“nofollow”> </head> 301 redirects

Duplicate title tags & meta descriptions (use Google Webmaster tools)

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Crawlable Link Architecture

An ideal site architecture makes content access simplefor developers, users and search engines

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Bot Accessibility

www/w3.org/WAI – web accessibility initiative

Written transcripts for all audio and video content

Title tags (65) & meta descriptions (156)

Alt text tags for pictures

“follow” and “nofollow”

“index” and “noindex”

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Sitemaps

http://www.sitemaps.org/protocol.html

www.xml-sitemaps.com/

automatic generation of a sitemap

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URL Structure

www3.amazon.com/gp/product/0778801810/ref=s9_simh_gw_p14_d14_g14_i2?pf_rd_m=ATVPDKIKX0DER&pf_rd_s=center-2&pf_rd_r=0CCYTS091TSQD9XSZMHD&pf_rd_t=101&pf_rd_p=470938631&pf_rd_i=507846

www.amazon.com/books/The-Juicing-Bible

~ 65 ch max for humans

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Server response codes

Error 404 - broken links - Webmaster toolsDesign & content guidelinesTechnical guidelinesQuality guidelines

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The SEO Pyramid

Social

Link Building

Keyword Research

Accessible, Quality Content

Keyword discovery On-page targeting

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Keyword Discovery

Goal: 7 that show up on Google page 1

Scientific method (SEO & HTML5 software development)

Competition level, search volume, customer value

80% of searches are 2 – 4 words, with 15 – 35% conversion rates

Google Adwords Keyword Tool

Keyword Discovery, Keyword SPY, WebCEO, WordTracker, WordZe

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On-Page Targeting: Top 10

Keyword in URL

Keyword in Domain name

Keyword in Title tag

Keyword in Description meta tag

Keyword in Keyword meta tag

Keyword in body text (<10% all keywords /

total text)

Keyword intensity (<5% each keyword / total

text)

Keyword in H1, H2, & H3

Keyword font size & strength

Keywords in proximity

Text in graphic form

Affiliate inter-linking

OOP (over optimization penalty)

Linking to bad places (link farms, FFAs)

Re-direct thru refresh metatags

Bad language (150 in English) + ethnic slurs

Poison words

Excessive cross-linking

Stealing images / text blocks from another

domain

Keyword stuffing (either on meta tags, in on-

page content, or non-displaying content)

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The SEO Pyramid

Social

Link Building

Keyword Research

Accessible, Quality Content

Manual requests & link buildingScalable, content-based link

strategies

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Link Juice31

Link Building Strategies

Strategy Scalability Link Quality

Manual link submissions

Competitive link acquisition

Links via embedded content

Linkbait & viral campaigns

Content, technology, API licensing

Partnerships, exchanges & trades

Paid links

Link reclamation

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The SEO Pyramid

Social

Link Building

Keyword Research

Accessible, Quality Content

Onsite user engagementSocial mediaViral media

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Onsite User Engagement

Social media works best: buzz sites, blogs, media outlets, hobbyist

forums, stc.

“Linkerati” are responsible for 90+% of links

Great content is king

Make content easy to share

Incent & reward positive link behaviors

Use the Google & Bing webmaster tools, Open Site Explorer, link

intersects, top pages & 404s, metrics….

“10,000 visitors = 54 customers”

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The SEO Pyramid

Social

Link Building

Keyword Research

Accessible, Quality Content

Unique text content Bot accessibility URL structureInternal link architecture Sitemaps Server response codes

Manual requests & link buildingScalable, content-based link

strategies

Onsite user engagementSocial mediaViral media

Keyword discovery On-page targeting

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Homework & Reading

Just two:

Pick a website, identify 5 metrics you want to improve, and send an email to me by 2/29 with what they are.

In the next 4 weeks, double the 5 metrics and prove it

ReadRanking #150 Essential SEO Tips

by James Beswick(160 pages – large font – actionable ideas)

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